Danish Chocolatier Anthon Berg created a special pop-up store in Copenhagen, Denmark. At this store, customers couldn’t pay for their boxes of chocolate with cash, they paid instead with good deeds. Each product was labeled with a deed the customer had to perform – like “Serve breakfast in bed to your loved one” or “Help clean a friend’s house.” Customers posted their promised “payment” on their Facebook page right in the store — helped by staff carrying around iPads. Think about all the promotion operating here: the store served as a billboard, the Facebook posts as advertising, and the positive media coverage as great publicity. All of these tactics reinforced Anthon Berg’s desired positioning as a generous and socially conscious brand. Brilliant!
The video below was put out by the ad agency, Robert/Boison, so you can get a behind the scenes look. I hope this inspires your creativity this summer day.